Apple is Australia’s most reputable brand – study

Apple has emerged as Australia’s most reputable brand, according to the AMR 2012 Corporate Reputation Index.

The Sydney Apple store

The technology brand takes the top spot in its first year in the survey, and follows a Greenpeace campaign last week protesting the company’s use of non-sustainable energy.

Toyota, JB HI-Fi – last year’s number one – Nestle, Myer and Virgin all made an appearance in the top ten.

Fairfax Media dropped 8 places to 56th in the survey, as the publisher recorded its lowest share price ever yesterday.

Rival News Limited came three places below Fairfax, ten months its forced closure of UK tabloid News of the World after the phone hacking scandal.

Telco giant Telstra, which rebranded last September, made the biggest improvement, moving up to 45th place in the rankings.

Following the grounding of its fleet earlier this year, and subsequent PR disasters Qantas has seen its reputation drop 18 places to 25th.

The AMR reputation index measures how Australians feel about each company based on products and services, innovation, workplace, citizenship, governance, leadership and financial performance, and is part of a global study carried out with the Reputation Institute.


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